ILM:09: Cracking the SEM Nut

Kenshoo Search is the third-generation end-to-end search marketing platform that was “built utilizing the quality management approach.” Its USP is to enable marketers to optimize every aspect of their campaigns to achieve maximum ROI. At ILM:09, Sivan Metzger announced the formation of Kenshoo Local, an initiative for which he is the general manager. “SEM is complicated but enterprise customers are asking for local. The challenge is to crack the SEM nut.” He argues that there is a huge demand in supplying SEM services for SMBs, but the demand for the human touch makes the business model unsustainable.

Metzger believes the keys to local search engine marketing are simplification, automation and optimization.